How Google Trends can help your content marketing and SEO strategies

Try Google Trends, Google’s tool to find out how often a specific term has been typed in their search engine, and gain competitiveness by improving your SEO strategy.


What is Google Trends ?

Launched in 2006, Google Trends is a free tool that provides data and graphs on the popularity of specific search terms used on Google and YouTube.

You can use Google Trends for:

  • Discover recent trends.
    Identify trending topics or sub-topics around an industry or a general theme.
    Discover trends by geographic area.


Find out how to make the most of Google Trends to help you create content and optimize your organic search ranking.


1. Keyword search

You can perform keyword searches on Google Trends by entering a specific search term in the search box on the home page. The default search is based on Google’s most popular keywords, but you can also change it to browse search data from YouTube.

Google Trends will then provide you with a graph of the popularity of the search term over the past year. Note that you can also change the time interval by widening or shortening the date range.

Reviewing the data for the last two or three years, in relation to that of the past year only, can help you distinguish the real trends and how they are evolving.

For example, the keyword search function allows you to identify keywords with increasing popularity and avoid those with decreasing popularity.


2. Finding related keywords

What makes Google Trends so unique is its ability to recommend related keywords that are currently becoming increasingly popular. This feature is therefore very powerful as it allows you to identify more relevant and accurate keywords based on your main search term.

When you type a search term on the home page, the site will return a list of keywords that it considers to be closely related to your search.

Google Trends shows you these keywords in order of popularity, and even shows you the exact percentage increase in search volume for each of them. Sometimes this percentage will even be replaced by the term “breakout”, indicating that the search volume has increased by more than 5000% 😱. In our experience, these trends are among the most important as they are not competitive yet – meaning that you can get the first place on Google’s search page before the keyword starts becoming commonly used. This is therefore a real opportunity to improve your ranking. For example, in late 2016, early 2017, we saw a spike in search results on the search query black mask”, those charcoal masks you can apply to your face to cleanse the skin that were all the rage. Some have identified this rising trend and took advantage of it to launch their business, or to monetize their site through affiliation.

The only drawback of building your strategy around trending keywords is that they can sometimes turn out to be only passing fads, and not real medium-term trends.

Unlike permanent content, the content you create around these trending search terms may end up being obsolete.


3. Discovering related topics

In addition to using Google Trends to discover related search terms, you can also use it to discover related topics for future content.

In the table to the left of Related queries, you’ll find another table called Related topics.

Instead of showing you specific search terms, this table gives you an overview of broader topics that people are searching for.

You will still need to refine specific keywords for each topic you choose to write about – but these recommendations can help you find new ideas and trends for future content.


There are a myriad of ways to use Google Trends to your advantage, both for content marketing and to improve your SEO and gain positions in SERPs.

In an upcoming article, we will describe in a more specific and pragmatic way the techniques for using Google Trends to improve your SEO strategy.